Abstract
Digital transformation and the increasing use of the internet by consumers have led to a transition from traditional to digital marketing (Peter & Dalla Vecchia, 2020). In recent years, there has been an incremental increase in the use of digital media for corporate promotion with social media dominating organisations’ digital communication strategies.
Social media require a much lower budget compared to traditional media, while at the same time they allow marketers to directly reach a large share of consumers in a more targeted way and get accurate measurements of the impact of any digital advertising campaign (Clow & Baack, 2022; Yang, 2017; Moorhead et al. 2013).
Health care could not be unaffected by the rapid evolution and integration of the Internet into our lives (Chen & Wang, 2021). Social media is increasingly being used by healthcare providers for promotion, both at a generic level aiming towards awareness generation on various healthcare issues and at a brand level (Farsi, 2021).
Having these in mind, one could ask whether, in the age of COVID-19, digital marketing could have contributed to awareness generation and increased vaccination coverage of the population. For young people, especially those belonging to Generation Z, the use of the internet and social networks is an innate necessity, making the role of digital marketing extremely important when it comes to creating awareness about such an important and topical issue (Marshall & Wolanskyj-Spinner, 2020).
